Innovative Offline Marketing Tips – Persuasion

"Innovative Offline Marketing Tips - Persuasion"
To edge out competitors is always a great challenge among businessmen. The following offline marketing tips are appropriate to the changing preferences and lifestyles of customers:

Update Your Catalog

Publish a product catalog regularly. Although majority of the products may still be the same, it pays to add a few new products or product variations to arouse the interest of customers. Also, offer new promos in each new issue such as discounts, free samples, or buy one take one. This will sustain the interest of buyers so that they will always look forward to the coming new issues.

Print Ads in Public Utility Vehicles

Among the other innovative offline marketing tips is to print your ads in public utility vehicles or mass transit such as buses and metro rail transits. The ads should be interesting and eye catching. The target audience for these is the group of commuters who are usually bored during long trips or during traffic hours, and they usually pass their time staring at their surrounding environment. If the ads will feature popular personalities and convey catching or even controversial messages, product recall will be strong and the probability of the customers buying the product will be greater.

Ads in Queuing Areas

Frame interesting ads and hang them conspicuously in areas where there are usually queues such as ticket booths in cinemas, automatic teller machines, payment counters, and even in comfort rooms. People in queues are also usually bored and pass their time reading or staring at any printed material that their eyes can lay on. If the ads are creatively made and interesting, people might enjoy reading them or may even be entertained even for just a short while. This may result in a product trial or even patronage. Just see to it that the area where you’re going to display your ads is appropriate to your product. If the product is sanitary napkin, for instance, then it’s best to place the ad in female comfort rooms.

Indirect Ads Imbedded In An Article

Commission a columnist writing in a widely read publication such as a magazine or newspaper to casually or subtly mention your product and its brand in an article that should be related to your business. If the product is sun block, for example, then the article’s topic can be about a tourist destination like a beach. Just be sure that the writer is a credible one and that your product is related to the theme of his column.

Sponsor Events

These events could be charitable programs, sports, beauty pageants, school and government programs, etc. Just see to it that your product is related to the nature of the event. If your product is energy drink, for instance, you can sponsor a sports event. This will not only expose your product to your target market segment but will also earn your company good will from the community benefited by the event.

Indirect Endorsement by Popular Personalities

Make an arrangement with popular personalities to wear your product conspicuously in public functions and also to wear it casually in public such as during jogging, shopping, or shows. This is effective because people will think that it is really a good product for it to be worn by a respected, popular, or credible personality.

Marketing is a dynamic process because customers’ behavior and preferences keep on changing. Therefore, innovative offline marketing tips should be employed so that the business will thrive in the midst of recent developments and changes in the market.

 

Employing Offline Marketing For A Small Business

marketinggraph
Offline marketing is just as important as online marketing, in fact, they go hand in hand. Realizing that these two marketing strategies are not mutually exclusive is very instrumental in the successful promotion of your business. The use of search engine optimization, blog posts, and countless other online marketing strategies can only take you so far, and broadening the reach of your brand involve the most traditional methods of promoting your products and services. This article focuses on offline marketing for small businesses, and here we will enumerate the five cheapest methods to promote your internet business offline.

RADIO TALK SHOWS

Promoting your website through radio talk shows is obviously a very effective marketing strategy. The amount of radio talk shows in America alone can reach up to thousands and the trick is to make your brand information accessible to them. So what do you do? You sign up with the Radio Television Interview Report (RITR) and run up an advertisement that should catch the attention of radio producers and hosts.

PUT YOURSELF ON TV

Ah, the ever-reliable boob tube. Even amidst the internet explosion, the TV is still one of the most reliable mediums to showcase your products and services. What you can do is contact local television stations and offer to be a guest in one of their segments or put out an ad for the local cable channel. The general rule of thumb still applies – choose a TV station that caters to your target customer base. Also remember that the better coverage the television station has, the better it will be for your business. If you have more cash to spare, contact mainstream television stations and your website should be a word-of-mouth among viewers in no time.

GET PUBLISHED

The printed word is easily accessible to any demographic, not to mention it gets passed around. Taking advantage of free local magazines and newspapers will put a lot of leverage as far as marketing your products and services is concerned. You will have to pay to have your ads posted, but that’s money well spent if lots of people get to read them. There’s a magazine for everything these days – be it cars, sports, tattoos, even knitting. Contact a publisher for a magazine that caters to the same customer base you have, and request for your ad to get published. If done to perfection, I promise you that your domain name will be a word-of-mouth among subscribers of that magazine. Having an interesting domain name and byline will be of great help too.

NETWORKING THROUGH ORGANIZATIONS

Getting involved in a lot of organizations can give you lots of opportunities for spreading the word about your internet business. This includes Chamber of Commerce events, non-profit organizations, church memberships, business clubs, and any group that provides opportunities for interaction. Being active will involve lots of presentation opportunities, and when they come, make sure to give your best spiel.

WORK EVEN WHILE NOT WORKING

You can promote your business in any normal occurrence, be it meeting up with old friends or going to your favorite local bar. Word of mouth is the oldest trick in the book, and the results can be exponential if done with regularity.

By using the methods above, you’re small business should continue to grow. After you have accumulated a good return on your investment, a whole lot of other sophisticated methods that should boost your business will be made available to you.

This Is Why You ALWAYS Test Your Headline…

"This Is Why You ALWAYS Test Your Headline..."
“I never ‘roll out’ with an offer without several headline tests. Reason? With exactly the same body copy, the winning headline alone can pull 8 to 15 times compared to the losing headline.” -Ted Nicholas

“Just by changing a headline in an ad, you can improve the pulling power and the results of that ad by up to 21 times.” -Jay Abraham

This is Why You Spend so Much Time Crafting Your Headline

“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” – David Oglivy

This Is Why You Watch Your Headline Language…

“I once used the word OBSOLETE in a headline, only to discover that 43 per cent of housewives had no idea what it meant. In another headline, I used the word INEFFABLE, only to discover that I didn’t know what it meant myself.” – David Oglivy

And Here Are Examples Of Headlines Gone Bad

True, these are from the news, but they still illustrate the importance of not only getting a headline that pulls readers into the copy, but of also making sure your headline doesn’t harbor a hidden meaning…

 

“Tiger Woods plays with own balls, Nike says.”

How does Nike know that?? :-0

 

“Police arrest everyone on February 22nd.”

Really? Then who wrote the story?

 

“Federal agents raid gun shop, find weapons.”

in a GUN shop??!

 

“Statistics show that teen pregnancy drops off significantly after age 25” Wouldn’t that be after age 19??

And breathing drops off significantly after death, I’ll wager.

 

“Threat disrupts plans to meet about the threats”

But what about the threats?

 

“Alton attorney accidentally sues himself”

That musta hurt

When marketing your small business offline or online be sure and test your headlines. If you use direct mail, advertising or other media you need to make sure you are not wasting time and money with your small business marketing dollars.

Dan Kennedy on Lead Generation

"Learn from Dan Kennedy The Guru of Lead Generation"
“You must make yourself the Go-To Person, Place or Entity for some audience searching for – or that can be interested in – you and your deliverables.

“You must understand that Lead flow is lifeblood (to your business), not talent or skill, not expertise or credentials, not a superior or even unique product. If you do not make yourself a master of lead generation, what ever other mastery you may possess is devalued and feckless.

“You generate lead flow to monetize lead flow, not for any other reason. Not to inform or entertain or pile up impressive statistics.” -Dan Kennedy

According to Dan, the most powerful model for making money for your small business centers around lead generation, with these basic tenants:

1. Focus and specificity – Magnetic attraction is greatly strengthened by being an advocate for somebody in particular with very specific needs, desires or interests. Each individual person carries only a handful of Top-of-Mind interests around with him at any one time.

Think of it as a person’s top ten list. Those top ten lists are what you tap into, to attract them to you. And the more focused and specific you are about the person you want to attract, and the distinct connection you build to his top 10 list, the stronger and more powerful your magnetism will be.

2. Diversity equals speed and stability – If you have just one key person, one key account or client, one product, one service, one skill or one technology, then your business is woefully insecure and unstable. Speed is important because there is no virtue in getting rich slowly. The more doors you open for leads to come through, the faster you can achieve your income goals. Two doors are good, six doors are better. Not all of these doors will perform equally, but so long as they are making you money, you want these doors open.

3. Governed by facts, not fads – You use the tools and systems that are proven to work. And the proof is in the numbers – your return on investment being the most important fact of all. If a system works, you use it and continue to use it so long as it is earning you a profit. And you add as many systems as possible to keep as many leads flowing in as possible, to make as many sales as possible.

4. Evergreen is a worthy goal – There are information products that have been sold for 3, 5, 7, 10 and even 20 years with the same sales letter and marketing material. These are evergreen products – create them once, sell them for years. Contrast this with in and out products that are only sold for a few days, weeks or at the very most, one year. With these in and out products, you’ve got to continuously reinvent the wheel: Come up with a new product idea, create the product and create the marketing system to sell the product.

But with evergreen products, you do the work once and then focus only on generating more leads to sell your product to. Owning evergreen products is liberating, stress-relieving and lucrative. When you build a lead generation machine for your business, you want to stock it with as many evergreen products as you possibly can. Dan had one client who sent the same sales booklet once a month to the same list for three years, alternating only the color of the cover, and generated over a million dollars a year doing it.

5. Price plus profit plus process equal power – success comes from doing whatever it takes to get to the leads you need to make the sales you want. You need good enough prices and transaction sizes, high enough profit margins, and a sophisticated enough thorough process for fully monetizing your leads.

6. Focus on specifics – Who is the target audience, market or clientele that is searching for or very interested in what you have to offer? Who can enjoy exceptional benefit from your products or services? You’ve got to determine EXACTLY what leads you want. Don’t settle for attracting anyone but those exact prospects you truly want.

7. Focus on diversity – open as many doors as you can to get as many leads as you can. If you’re relying just on social media or just on Google, for example, you are missing the majority of your leads by settling for just one or two streams when you could have a dozen or two dozen sources of great leads. Plus when you rely on just one or two sources, you’ll find yourself on a stressful income roller coaster that may come to a screeching, deafening halt any second.

8. Live by the ABLB rule – ABLB stands for always be list building. Lists contain money. Settling for only the sales you can make up front without building and continually tapping a list is leaving the majority of your wealth unclaimed. Don’t lust over or settle for traffic – it’s B.S. statistics.

If you want traffic, sit in a lawn chair on the freeway curb and watch all the cars whiz by. If you can’t or don’t convert traffic to LEADS who voluntarily place themselves onto your lists, enter into direct relationship with you and invite you to sell them things – you might as well go sit next to the highway. If you’re going to lust after something, make it lust-worthy – and that’s LEADS, not traffic.

Creating Stellar Ads

“The major mistake small businesses make when marketing their companies offline is that they think that everyone who reads the paper, listens to the radio or watches TV is a prospect.” Heidi Richards Mooney

"creating stellar ads for your small business"
The goal of most  small businesses (or any business for that matter) who spend money advertising is to make more sales, get more clients, turn prospects into leads. Let’s face it, most advertising doesn’t pay for small businesses. Some businesses think it’s a “necessary evil” in order to promote their business. I have a confession: I rarely advertise these days, and when I do, it’s with a specific goal, or purpose: to thank a supplier or customer or because it’s a nice thing to do. These reasons seldom bring big pay-offs immediately.

Yes, they will help in the long run. But what if you don’t have lots of advertising money to spend? What do you do? You could spend your money using a particular advertising campaign or medium and wait for the phones to ring off the hook. In reality, it seldom happens that way! You have to create ads for your small business that are memorable and most important call the prospect to action. Its marketing small business offline at its best.

Think about ads you’ve seen in print or on TV that really grabbed you. Is there a particularly funny or memorable slogan or message you remember? We are bombarded daily by thousands of messages, offers and “sound bites.” Eventually we don’t notice them. They become noise to us.

Have you ever bought a new car and as soon as you drive it home you notice all the other cars of the same make and model? It seemed that the car dealer was having a big sale and almost everyone bought your car. Actually, what happened was that since you bought your new Volkswagen, it raised your “awareness” of their existence. Before you purchased your new VW, there were just as many on the road, you just never really noticed them. Your VW became important to you.

The same thing happens with advertising. Most businesses have (or want) to do some sort of advertising. And if you are like businesses, your advertising describes the features of your business; what you have to sell. You probably designed the ad yourself or had a rep or ad agency place the ad for you.

Do you know if your ad brought in any business? If not, you are doing what is known as “Image” advertising. We are familiar with Coca Cola, Ford, Wal-Mart, IBM, and McDonald’s because over the years these mega giants have told us over and over about their products. They have the market share to advertise and throw money into a huge advertising hole without much thought.

However, small businesses don’t have the luxury of throwing money around to see if something works or not. We must leverage every dollar. The only way to do that is to target your market and to have some sort of response device to determine whether or not the market is interested in your product or service.

The major mistake businesses make is that they think that everyone who reads the paper, listens to the radio or watches TV is a prospect. The truth is this often isn’t the case. Small businesses that follow a formula will succeed.

THE FORMULA!
Headlines get attention when geared to a target market. The goal is for potential prospects to read your offer. The fact is that advertisement is geared to do one of two things.

  • Get leads that can be turned into sales
  • Sell directly from the ad

A fancy brochure or ad may win awards, but it’s a waste of money if it doesn’t convert prospects into customers. Create interest – Turn your features into consumer benefits. What are the emotional reasons a prospect should buy from you? Is it because your business has been around for 21 years or because you have fulfilled your customers’ requests for 21 years? Is it because your flowers last longer or because they made Aunt Gladys squeal with joy?

Make a list of the features, and then transfer those features into benefits.

  • Create desire by targeting emotional hot buttons through the description of your benefits. Be different. Most people buy based upon emotion (peace of mind, happiness, looking better, etc.) and they justify their purchases with logic.
  • Be Creative – Create a one-of-a-kind campaign. Do what the competition isn’t doing. Take Chick Fil-A’s bovine advertising campaign. Their use of cows on calendars has become somewhat of a phenomenon. At the end of one Chick Fil-A Peach Bowl, fans stood in long lines as they left the Georgia Dome awaiting their free copy of the calendar. The calendars have spread the cow campaign into markets the company never reached through their TV, radio, and billboard advertising. They even included coupons in the calendar with a 25% redemption rate, which has increased the number of return visits to the restaurants and increased the company’s chance of converting those people into regular customers, after all, isn’t that what advertising is supposed to do?

Advertising is a salesperson in print. Have a “call-to-action” in your ad. Tell them to call, create a sense of urgency, give a deadline, and let the client know what you wish them to do. If you don’t, you are just throwing your advertising money away. The call-to-action should be simple, easy to understand and measurable!